che Usability?

A – Always.
B – Be.
T – Testing.

Always be testing. Always be testing!

Ok, ok, it’s not as riveting as Alec Baldwin’s speech in Glengarry Glen Ross, but you get the idea.

Test early — test often

User testing is not something to do right before you launch your web site.
 
You want to test early and test often. Usability testing lets the design and development teams identify problems before they become part of the design of the site.

The earlier problems are found and solved, the less expensive the fixes are. As the project progresses, it becomes more difficult and expensive to make major design changes. The more you test and change based on what you learn, the more confident you are that the site will meet your objectives and your users’ needs when it is launched.

You can test a sketch on a cocktail napkin

Remember, you don’t need a fully functioning site to start user testing. You should be testing prototypes from early paper-based stages through fully functional sites.

In fact, I find that you get better, more critical feedback from low-fidelity prototypes. Users don’t feel “bad” criticizing paper prototypes because there has been no development work. Most users feel uncomfortable criticizing a fully functioning site because of all the work you have obviously put into it. By testing early and often you can get more and better feedback as you test each stage of the prototype.

By moving from paper (low-fidelity) to wireframes (medium-fidelity) to fully functioning sites (high-fidelity), you will have tested users throughout the process, so there shouldn’t be major changes to the site as you close in on your development deadline.

This process of iterating — developing a prototype, testing it with users, analyzing the test results, changing the prototype based on the findings, and then repeating the cycle — is the best way to produce a successful web site.

What is user-centered design?

User-centered design (UCD) is a methodology for developing usable web sites. It is a structured approach that involves getting user feedback throughout all stages of web site development. UCD considers an organization’s business objectives and users’ needs, limitations, and preferences.

Why is user-centered design important?

If your web site is not useful, it will never be used. In order for your web site to be successful, users must find information or accomplish tasks. No matter what objectives you have set for your web site, it must carefully balance the needs of users and the needs of your company. If users don’t find your web site helpful, they will not use it — which will, in turn, prevent you from meeting your company’s objectives.

UCD enables you to lower operating and redevelopment costs by building your web site correctly the first time around.

How do I create a user-centric web site?

The first step is to clearly define your organization’s and users’ needs, goals, and objectives. Ask yourself:

• What is your company’s primary business objective and how does it relate to the web?
• Who are your users?
• What are your users’ tasks and goals?
• What information do your users need, and in what form do they need it?
• What functions do your users want from the web site?
• How do users think your web site should work?
• What are your users’ experience levels with the web site?
• What hardware and software will the majority of your users use to access your site?

What steps are involved in the process?

To create a user-centered web site you must think about the needs of your users throughout each step in the site’s development, including:

• planning your site
• collecting data from users
• developing prototypes
• writing content
• conducting usability testing with users.

I recently had a client that insisted on using jargon on their web site because they wanted to train people to use the company’s language.

I’m sure you can figure out what I said — “Che train people to use your language?”

With trillions of pages on the web, you’re not training anyone. If you are lucky enough to get users to your site, you don’t want to scare them away with language they don’t understand. If users can’t figure out what your links mean or what your information means, they’re gone.

If users are baffled by your company’s jargon or with the long florid descriptions you use in your content, they will go to another site.

Use plain direct language

To write clear understandable information for your users, you must be in touch with their:

• interests
• culture
• needs, and
• limitations.

Do not assume that users understand the distinctions among your products and services. Using descriptions littered with jargon turns users off and sends them clicking to other easier-to-understand sites. Don’t hide behind words like “seems” or “perhaps” — have the confidence to say what you mean.

Using passive indirect language and jargon doesn’t only hurt your site when users are trying to navigate it. This indirect approach also prevents users from finding your site in the first place, because sites that use plain language will outrank you in search engine results.

Navigation and links: be specific

Make your navigation and links easy to understand. When users are in navigation mode, they ignore large blocks of text. Keep your link names as brief and specific as possible to maximize scanning.

Clever made-up words or jargon in your navigation scheme or for links are problematic because your users don’t understand them.

Start your links with keywords. Remove extraneous words, such as your company name, in links as these add unnecessary complexity to your interface.

Don’t use generic instructions such as “Click here” for link names. Help users differentiate links by giving them informative names.